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Marketing analytics = statistical tools for marketing and consumer behaviour using SPSS /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing analytics/ José Marcos Carvalho de Mesquita and Erik Kostelijk.
Reminder of title:	statistical tools for marketing and consumer behaviour using SPSS /
Author:	Mesquita, José Marcos Carvalho de.
other author:	Kostelijk, Erik.
Published:	Abingdon, Oxon ;Routledge, : 2022.,
Description:	1 online resource (ix, 200 p.) :ill. :
Subject:	Marketing - Statistical methods. -
Online resource:	https://www.taylorfrancis.com/books/9781003196617
ISBN:	9781003196617

Marketing analytics = statistical tools for marketing and consumer behaviour using SPSS /
Mesquita, José Marcos Carvalho de.

Marketing analyticsstatistical tools for marketing and consumer behaviour using SPSS /[electronic resource] :José Marcos Carvalho de Mesquita and Erik Kostelijk. - Abingdon, Oxon ;Routledge,2022. - 1 online resource (ix, 200 p.) :ill. - Business analytics.

"Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises, which require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics, by means of SPSS, in marketing and consumer research. Finally, there is a list of articles employing the technique, which can be used for furtherreading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes"--

ISBN: 9781003196617Subjects--Uniform Titles:

SPSS (Computer file)
Subjects--Topical Terms:

744959
Marketing
--Statistical methods.Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5415.125 / .M473 2022eb

Dewey Class. No.: 658.8/342

Marketing analytics = statistical tools for marketing and consumer behaviour using SPSS /
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520 $a "Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises, which require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics, by means of SPSS, in marketing and consumer research. Finally, there is a list of articles employing the technique, which can be used for furtherreading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes"-- $c Provided by publisher.
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